Messaging for Female Condom Demand Generation Global Female Condom Conference, Durban, South Africa December 2, 2015

Transcription

1 Messaging for Female Condom Demand Generation Global Female Condom Conference, Durban, South Africa December 2, 2015 Sanjanthi Velu, Johns Hopkins Center for Communication Programs Heather Chotvacs, Population Services International

2 Session Objectives 1. Appreciate the importance of audience segmentation 2. Know how to segment audiences, determine audience psychographics and desired change 3. Work in groups to review audience profile and develop campaign objectives, position statement and key messages 4. Suggested channels for the targeted messages 5. Appreciate message development combines art and craft

3 Female Condoms, Demand Generation and the UNCoLSC

4 Formed in 2012 as part of the Every Woman Every Child movement United Nations Commission on Life Saving Commodities for Women and Children (UNCoLSC) To increase access and use of essential medicines, medical services and health supplies that effectively address causes of death during pregnancy, childbirth and into childhood. RMNCH Continuum of Care Accelerate progress towards MDGs 4 and 5.

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6 Improved markets: 1. Shaping global markets 2. Shaping local delivery markets 3. Putting in place innovative financing 4. Strengthening quality 5. Making regulations more efficient Improved national delivery: 6. Increasing supply and awareness 7. Increasing demand and utilization 8. Reaching the poorest women and children 9. Improving performance and accountability United Nations Commission on Life Saving Commodities for Women and Children (UNCoLSC) Improved integration of private sector and consumer needs. 10. Prioritizing and funding product innovation

7 Core Resources in the I-Kit Demand Generation for 13 Life-Saving Commodities: A Synthesis of Evidence Illustrative communication strategy for nine priority commodities Conducting a National Assessment on Demand Generation for Underutilized Commodities Addressing the Role of Gender in the Demand for RMNCH Commodities: A Programming Guide A Theory-Based Framework for Media Selection in Demand Generation Programs Utilizing ICT in Demand Generation for RMNCH: Three Case Studies and Recommendations The Guide to Public-Private Partnerships in Increasing the Demand for RMNCH Commodities

8 Audience Insight and Segmentation

9 Audience Insight: Start with the Audience Guiding Principle Put the audience first Remember when we interact with people you are seeing only the tip of an iceberg We can only see a fraction of their mind and life

10 Go beneath the waterline We discover their values, beliefs, experiences, fears, hopes, attitudes, expectations, aspirations, dreams

11 Main Idea To communicate effectively, we need to put ourselves in our audience s shoes and see things from their point of view

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13 What is audience segmentation? Audience segmentation categorizes audiences into logical groups to enhance a better fit Audiences Messages Services or products Media

14 What is an audience segment? It is best to have a segment homogenous on a critically important variable. In research, we call this minimum variance on key variables Socio-demographic a. Age b. Gender c. Economic d. Education e. Ethnic Psychographic a. Beliefs b. Needs d. Dreams, hopes, desires, fears Current behavior Barriers and motivators Media habits

15 Why segment audiences? 1. Limited resources 2. Trade-off between reach and intensity 3. Different people may have different information or motivation needs 4. Different people may have different tastes, values, worldview, sense of humor, preferences

16 Audience Segmentation: Young People in Kenya Percent Erroneous assumption All young people are the same Age in years Adapted from Kenya DHS1993

17 Audience Segmentation: Young People in Kenya Percent Not sexually active Sexually active Age in years Adapted from Kenya DHS1993

18 Audience Segmentation: Young People in Kenya Percent Not sexually active Vulnerable Sexually active Age in years Adapted from Kenya DHS1993

19 Audience Segmentation: Young People in Kenya Percent Not sexually active Vulnerable Sexually active unmarried Sexually active married Age in years Adapted from Kenya DHS1993

20 Developing Messaging

21 Effective Communicators Identify clearly the specific audience segments that you aim to reach Seek to understand what your audience knows, feels and does Determine SMART objectives for your campaign or program what do you want your audience to know, feel and do Define the perceived benefits that can move specific audiences to act Think out of the box when crafting your messages Put yourself in the shoes of your audience

22 Stages of Change Model Support Praise Telling others Maintenance Discuss benefits Adoption Negotiate Encouragement Persuasion Information Trial Intention Contemplation Aware Pre-awareness

23 Audience Needs and Solutions Audience Situation Low knowledge Low approval Low individual incentive to act Type of campaign needed Knowledge campaign Persuasion campaign Individual behavior change campaign Low group incentive to act Low reinforcement (high dropout/discontinuation) Low client support Social or group behavior change campaign Behavior reinforcement or maintenance campaign Client support/advocacy campaign

24 Objective of Demand Generation Demand generation objectives should articulate clearly what activities will be implemented, and what they will achieve, including the changes in audiences knowledge, beliefs and behaviors they will bring about, as well as the timeframe within which results will be achieved What do we want your audience to: KNOW FEEL DO

25 Positioning

26 Positioning: Define possible key benefits for audience Health enjoy better health, longer life Fear Reduction you will have less anxiety (about HIV, about pregnancy) Better Life have better relations with your partner, enjoyable, more fun Economic you will save money in the long run Social Approval behavior is desirable, social norm, strong, empowered women are using it Conformity everyone is doing it Prestige people will look up to you

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28 In the factory we make cosmetics, in the store, we sell hope. Charles Revlon

29 In the factory we make toothpaste, in the store we sell beautiful smiles, fresh breath, no cavities!

30 Science + Art = Craft

31 Science + Art = CRAFT and also good for Commerce Since , Havell s Revenue Growth has continued to be on the rise. Ref: 1. JP Morgan Analysis Report 2. ICRA Equity Research Report

32 Coca-Cola: New Campaign Traditional Brand Image: Happiness and Sharing Target audience: Teens Insight: While teens love Coke, many felt the company did not talk to them on their level. Wanted to feel a personal connection with the brand.

33 Share a Coke Campaign customized cans with the most popular names from each country on the can Launched in more than 50 countries Campaign resulted in 2% increase in soft drink sales; increasing consumption from 1.7 to 1.9 billion servings per day during the campaign period Coca-Cola New Campaign: Share a Coke

34 Think outside the Box! Use language and images creatively Sambhal Lunga ( I will manage colloquial meaning for withdrawal traditional method) Embrace Life Always wear your seatbelt "Maisha iko sawa na Trust. (Life is better with Trust)

35 A predictive model of communication & change Influence of ideational elements on behavior Personal Advocacy Social Support & Influence Knowledge BEHAVIOR Attitudes Social Norms Communication can effect all influences on behavior. Emotions Fear, love, etc. Self- Efficacy Perceived Risk Self-Image Implies simultaneous effect of all influences.

36 Example: Female Condom Campaign

37 Key benefit/key promise: Female condom For women: woman-initiated and woman-inserted method effective for use as a contraception method and to prevent STIs and HIV usability for women is high strong, dependable, convenient and easy to use with a little practice product features create a pleasurable experience for both partners woman does not have to depend on her partner to wear a male condom For men: promises a pleasurable sexual experience - it can be inserted during foreplay spontaneity of sex is not interrupted, because the woman can insert it before molds with the woman s body not constricting during sex; does not require immediate withdrawal after ejaculation offers women and men the opportunity to share responsibility for protection and increases couples options for protection

38 Crafting your message Convey the important emotional and functional benefits of female condom use Should we de-emphasize disease prevention in female condom positioning? Remove a critical barrier to condom use within relationships association with mistrust/cheating? Emotional benefit More harmonious discussion and agreement For women, knowing that they have the means to protect themselves, even in situations where male condoms cannot be used for any reason. It creates a pleasurable sexual experience for both partners Functional benefits Effectiveness in preventing STI/HIV and unintended pregnancy (dual protection) Usability for women, a woman-initiated product A different experience to using male condoms An emotional benefit that derives from a functional benefit peace of mind from knowing they are protected against STI/HIV and unintended pregnancy

39 Female Condom Campaign: Washington, DC Target audience: Sexually active adults, especially African American women and men Conducted focus groups with community members and key stakeholders Audience Insight: Adults ranging in age 20 to 60 were more engaged by marketing that highlights sexual pleasure, intimacy, and women's empowerment over messages focused solely on HIV prevention.

40 Female Condom Campaign: Washington, DC Do It! Campaign Campaign designed to change the social norms around female condom use stressed sexual pleasure and intimacy Campaign materials featured images of a young couple engaged in a passionate embrace with the tagline, "The female condom [has] pleasure points for her and him to tease, please, and protect. Get turned on to it." Campaign utilized the following channels: Advertisements on the sides of buses Branded posters and brochures Peer educators Community partnerships Social marketing campaign that educated residents and distribute 500,000 FC2 Female Condoms

41 Key Takeaways and Group Activity

42 Key Messages Takeaways It is important that key messages are always: Developed on the basis of country-specific formative research; Derived from context-specific, strategic choices regarding audience segmentation, targeting, and positioning; Addressed to known drivers of and barriers to behavior change in the country context; and Pre-tested with the target audience and refined based on audience engagement.

43 Key Messages: Key Takeaways Key Messages outline the core information that will be conveyed to audiences in all materials and activities. Messages cut across all channels, and must reinforce each other across these channels. Well-designed messages are specific to the audience of interest, and clearly reflect both a specific behavioral determinant and positioning Key messages clearly describe the desired behavior, which must be doable for the audience. Key messages are not the text that appears in print materials (taglines), or the words that are used to define a campaign (slogans).

44 Audience Profiles & Group Work Choose an audience segment and work in a group to: 1. Identify two or three priorities that your audience may have in their lives 2. Identify what you would like the target audience to know, feel and do (Objectives) 3. Identify the key benefit (for your audience) related to your goal that would likely convince them to use/promote female condoms 4. Identify the key messages that will communicate the key benefit for your audience 5. Identify two media channels you could use to reach your target audience with your messages